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Get to know L., an ethical take on personal care

Wellness is getting an ethical update.

Embracing a more outward-facing approach to self-care, consumers are looking to brands to align with their ethics and values, and give something back. Enter L., a subscription service for organic tampons, pads and condoms that send products to girls and women in need.

L. tampons and pads are made from organic cotton without pesticides, chlorine bleaching or fragrances, chemicals often found in more mainstream brands of menstrual products. They also make their products highly aspirational, with patterned, reusable pouches for products, and tampon wrappers so pretty that they demand to be showcased in a clear jar in the bathroom.

Creating packaging that genuinely looks good in the home fits into L.’s whole ethos – periods should be celebrated, not a source of shame. Similarly, their lines of condoms are low-scent, made from high-quality ingredients and are presented in sleek, monochrome packaging.

The one-for-one scheme is central to their brand. L. aims to help women and girls in the developing world who may be prevented from fulfilling their educations or embracing opportunities because of period shaming. The brand is also focused on preventing teen pregnancy and AIDs by making condoms more widely available in areas in need. By providing female entrepreneurs with menstrual products and condoms, they help them to generate their own income stream and hopefully have more say in decision making around women’s health.

In short, this brand is all about empowering women – whether that’s economically or by freeing them from period-shaming.

As design for personal care and wellness continues to evolve, brand purpose will be a central feature. Wellness is no longer just about the one, but about the many. Consumers want to go beyond an introspective form of wellness to feel part of a wider project of doing good, and will expect brands to do the same.

For more insight into this subject, and the brands who are leading the way, WGSN Lifestyle & Interiors subscribers can read our reports The Low-Tox Home and Designing for Female Empowerment.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.

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